Gearing up for the spring fashion season, the Tommy Hilfiger Group says it intends to set sail, taking the whole wacky family sailing in an effort called le vöyãge seafãr-iüs.
This time around, ads focus on the new collection for men, women and kids, including plenty of nautical stripes and breezy cruisewear, with the webisode set to British singer Estelle’s “Do My Thing,” a collaboration that features Janelle Monáe.
The campaign, now in its sixth season, “remains the ultimate personification of the preppy heritage and irreverent spirit of the Tommy Hilfiger brand,” the PVH-owned company says. The video was shot on location in Sag Harbor, N.Y., photographed by Craig McDean, and directed by Trey Laird of Laird + Partners.
The company also says this voyage marks a spending departure, “with investments in the digital space more than doubling since Fall 2012.”
A social component asks fans to answer, “What's your thing for 2013?” with the hashtag #doyourthing, which earns them a free download of the featured song.
The brand is owned by PVH Corp., which also owns Calvin Klein, Van Heusen, IZOD, ARROW, Bass and G.H. Bass & Co., and Hilfiger has been a strong performer. In its most recently reported quarter, the
Tommy Hilfiger business, on a constant currency basis, had a 6% increase in revenues and a 25% jump in operating income for the quarter.